Study: Metrics lacking on digital video campaigns

Emeryville, Calif.—A majority of advertising professionals believe they can't measure the impact of their digital video campaigns with the tools and data available today, according to a report by video measurement company BrandAds Inc.
According to BrandAds' “Digital Video Study,” 60.0% of advertisers are frustrated with their digital video measurement tools, with 51.0% saying the applications are too costly both in their initial price as well as in excessive operational overhead. Respondents also said measurement data from their current tools comes in too late to be effective.
While respondents generally rely on clicks to measure digital video ads, 75.5% expressed the desire to measure views and brand lift as well. BrandAds' study is based on an online poll of 106 agency and brand professionals conducted in September and October.